In the Fourth Quarter of 2015 Facebook had $5.6 billion in ad revenue. Mobile advertising made up a huge portion of their revenue, accounting for 80% of it. If you want to reach out to your customers on mobile devices then Facebook advertising needs to be a part of your dealership’s digital marketing strategy. There are multiple ways you can target your ads in Facebook. You can set up a custom audience (Facebook’s version of retargeting), demographic targeting, financial resources, interest-based targeting and in-market targeting. In this post we’re going to be discussing Facebook’s In-Market targeting capabilities and how it can be utilized by your dealership.

What Is Facebook In-Market Targeting?

Our online behavior says a lot about our buying intentions. Utilizing data from a variety of sources that may include websites you’ve visited, Facebook is able to tell who is in process or considering buying a specific product. This is a powerful digital marketing tool that will allow you to show ads to people who is interested in or actively looking for your specific product.

How Dealerships Can Utilize In-Market Audience in Facebook

Facebook behavior targeting allows you to target people in-market for specific vehicle brands such as Honda, Toyota, Chevrolet or Ford. You can even target people who are in-market for certain vehicle types such as SUVs or trucks. Below is a table showing the potential reach for various in-market target audiences within a 30 mile radius around the Seattle market.

30 miles around Seattle

Facebook Audience

Potential Reach

Branded

In Market Ford

39,000

In Market Honda

95,000

In Market Chevrolet

27,000

In Market Toyota

140,000

In Market Hyundai

21,000

In Market Kia

21,000

In Market Subaru

51,000

In Market Dodge

13,000

In Market Dodge Ram

42,000

In Market Jeep

25,000

In Market Mazda

22,000

In Market Volkswagen

28,000

In Market Nissan

38,000

In Market Audi

13,000

In Market Mercedes

15,000

In Market Cadillac

8,400

In Market Chrysler

98,000

In Market Lexus

19,000

In Market Acura

18,000

In Market Infiniti

6,600

In Market BMW

19,000

In Market GMC

21,000

Off Brand (New)

In Market Luxury SUV

110,000

In Market Midsize Car

210,000

In Market Pickup Truck

220,000

In Market Compact Car

290,000

In Market Convertible

35,000

In Market SUV

180,000

There are multiple ways a dealer can utilize in-market audiences to target potential car shoppers. Here are some potential ideas:

Target Competing Brands. Show your ads to people interesting in competing brands to try to sway them into your sales funnel. Example: A Honda dealership could target ads to people who are in-market for Ford, Hyundai, or Kia cars.

Combine In-Market Audience for competing brands with people who have liked your page. As a dealership brand loyalty plays a big part in your bottom line. You don’t want past customers to switch over to a different car brand when it’s time for them to get a new car. By targeting people who have liked your page with In-Market competing brands you can target past customers who may be thinking of jumping ship from your brand.

Target your own brand. This one is rather straight forward. Target people who are actually interested in your product.

Target In-Market off brand interest. Target high sales funnel shoppers who are interested in a specific type of vehicle, but haven’t quite decided which brand yet.

These are only just a few ideas to get you started in targeting potential car shoppers using in-market Facebook audiences. It’ll definitely get you started in the right track in targeting the right people with your Facebook ad campaign.

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Sok is the PPC Manager at Integrated PPC, a digital marketing firm that focuses on generating results through paid per click advertising. With an analytical approach towards PPC optimization he can help you reach your marketing goals.

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